Santa Forgot – Alzheimer's Research UK

This emotional Christmas campaign for Alzheimer's Research UK shows Father Christmas developing dementia and being unable to deliver presents. The charity’s CEO Hilary Evans admitted the video was "provocative" – indeed, it premiered after the 9pm watershed for fear it might upset children – but it’s also thought-provoking. The cartoon was made by Aardman, the studio behind Wallace and Gromit, and devised by Freuds; evidence that PR agencies are more than capable of taking the creative lead on major campaigns.

Mrs Claus – Marks & Spencer

Santa Claus’ ‘better half’ Mrs Claus is the hero in M&S' stylish, original and multifaceted integrated campaign. Mrs Claus flies from Lapland across London in her helicopter to deliver a present to little Anna, magically delivering a white Christmas as she leaves, in a film by ad firm RKCR/Y&R. The tagline is 'Christmas with Love'. Mrs Claus took over M&S’ Twitter and Facebook feeds after launch, responding with personalised messages, helped by a 10-strong social media team. After launch, #LoveMrsClaus was trending third on Twitter, UK-wide. In-store displays and the chance to donate to local charities at the till continued the theme.

Do good, feel good – eBay

To run alongside its 'do good, feel good' online shop – featuring special items from big brands and famous faces, with a proportion of the price paid going to charity – eBay opened what it calls the world's first 'emotionally powered' pop-up store in central London. Running for two days around #GivingTuesday, the activation aimed to reconnect consumers with the emotional spirit of giving through the use of intelligent technology and facial coding. Shoppers could browse a selection of items from eBay's charity-themed giving page, finding out which items they emotionally connect with the most. eBay's in-house team worked with comms agency Exposure on the concept, communications and experience, and US-based emotion technology company Lightwave on the installation.

Bounce – John Lewis

This year’s John Lewis Christmas campaign, Bounce, met and exceeded the huge expectations of the public, for some of whom the launch is little short of the opening bell for the festive period. After years of creating eye-catching campaigns, the most recent of which include Monty the Penguin and Man on the Moon, it is hard to create an original campaign that satisfies. But, in the crucial two hours following the launch earlier this month, the campaign garnered 30,000 tweets, 3,000 more than during the same short period last year.

The joy of ‘humblebragging’ – Bang & Olufsen

Danish electronics firm Bang & Olufsen launched a video that shows a couple using social media to 'humblebrag' about their new BeoVision Horizon TV. Bang & Olufsen director of marketing Peter Svarre said the campaign was created because they found the humblebragging tendency "adorable and very human". PRWeek liked it because it taps into the social media phenomenon with humour and wit. The film was created by Robert/Boisen & LikeMinded, and received social media support.